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View SlideshowRequest to buy this photoSkip PetersonThis White Castle in Springfield, Ohio, has made room for another restaurant, Laughing Noodle, one of three new concepts being tested by the Columbus-based chain. Trying out the noodles is Jim Parker, center, joined by friends Louis Hampton, in the hat, and Mike Howell, right.

Inside Castle walls -

SPRINGFIELD, Ohio - Mark Frawley did a double take when he walked into a White Castle in
Springfield this week.

And in addition to the chain's famous hamburgers, known as sliders, the menu in the Springfield
restaurant includes spicy Thai-style chicken, pesto chicken, minestrone and chicken Caesar
salad.

The Springfield White Castle also is home to Laughing Noodle, one of three new concepts being
tested by Columbus-based White Castle.

"I never thought I'd say this, but the ambience is very nice," the Springfield resident said. "I
don't eat here very often, but when I saw the sign advertising the new restaurant, I thought I'd
give it a try.

"I like it and think it's a good idea."

White Castle also is testing Blaze Modern BBQ at a site in Lafayette, Ind., and Deckers, whose
offerings include grilled sandwiches, in Lebanon, Tenn.

As the name suggests, Blaze offers traditional barbecue dishes including brisket, pulled chicken
and smoked turkey, baked beans and potato salad, while Deckers offers pressed sandwiches with
fillings such as Italian meats, turkey pesto, French onion beef, veggies and peanut butter and
jelly.

All three concepts opened this summer, the Springfield location just last week, said Jamie
Richardson, vice president of corporate relations for the company. The new restaurants are housed
in existing White Castle locations operating as dual-branded restaurants.

The experiment is part of the 89-year-old company's effort to remain a leader in the restaurant
industry.

"We were the first in the quick-serve industry and want to remain innovative," Richardson said.
The company hopes to learn "how we can better meet customers' needs for variety and great
taste."

Whether the concepts are embraced and expanded to some of the company's other U.S. locations
depends on their performance.

"What we learn and what (our customers) tell us could translate into more of these restaurants
in the future."

The move comes as restaurants scrap for a share of consumer dollars that have been hard to win
in a weak economy.

In fact, 44 percent of food-service operators reported lower same-store sales in July than a
year earlier, according to the National Restaurant Association's July Restaurant Performance
Index.

The index also found that 46 percent of operators reported consumer-traffic declines in July.
That's worse than the 43 percent who reported declines in June.

"While there were signs in recent months that the short-term outlook may be improving, the
latest figures indicate that the restaurant industry's recovery has yet to fully gain traction,"
said Hudson Riehle, a senior vice president with the restaurant group, in a statement.

As a result, restaurant operators have to find ways to keep attracting new customers, said
Dennis Lombardi, executive vice president of food-service strategies for WD Partners in
Columbus.

For White Castle, testing three new concepts is a smart move that allows it to draw customers
who might not have come to its traditional restaurants, he said.

"I applaud them for an aggressive program that expands their options," Lombardi said. Trying
three concepts is unusual in the industry, he said.

"It gives them a lot more options to think about in terms of what works and in what environment.
Testing other concepts opens up a whole new vista of growth if you get the formula right."

Rhonda Bailey of Enon, Ohio, is one of those customers who wouldn't typically visit a White
Castle. She said the Laughing Noodle name and the remodeling of that Springfield location piqued
her interest.

"It looks really nice inside, and the food is great," she said as she tried the Taco Mac &
Cheese dish for the first time.

"I remember White Castle being greasy and icky, but this is totally different.